From the beginning, “The Delish brand has been committed to making food fun and accessible,” said Joanna Saltz, Hearst’s editorial director of Delish and House Beautiful. “You don’t need to know how to cook. You just need to love eating. What’s important is being in the kitchen with the people you love. It’s not about the food being perfect, it’s about bringing people together and having a meal.” The act of doing something is important.” ”
The food doesn’t have to be perfect, but creating their dream brand on the office floor was difficult. The team upgraded to his 350-square-foot kitchen, which Good Housekeeping in Hearst no longer uses. Sure, it would have been better, but there was a huge island in the middle of this space, with very little room to roam around. This becomes difficult when you realize that creating high-quality videos requires lights, cameras, microphones, and actual humans.
Even in that limited space, the Delish team gets 1.9 million uniques per month, and that traffic has continued to grow over the years, reaching between 40 and 50 million per month during the pandemic. “We really pushed that kitchen to its limits,” Saltz said, sometimes shooting two of his videos at the same time in the same space.
Eventually, the team was allowed to use another 350 square foot kitchen next door, but it still wasn’t enough.
In early 2020, Saltz told management: “If he could build this brand with 350 square feet, imagine what he could do if he was given 3,000 square feet. It was really a brass tacks.”
After nearly five years of creating content in a less-than-optimal space, Saltz and her team had time to dream about what they would want if they could design a space from scratch.
“What we really wanted was a space that not only allowed for collaborative ‘yes’ moments, but also allowed us to create custom content in a well-curated space,” says Saltz. “What we conceptualized was separate studios with specific attributes depending on the type of content we wanted to create.”
More than three years later, Saltz’s dream for the Delish brand became a reality with the opening of Delish Kitchen Studio. Delish Kitchen Studio is 3,000 feet of production space that includes a test kitchen, event space, bar, and his three studios specifically designed to produce different types of content. , whether it’s a website, YouTube, TikTok, Instagram or Facebook.
“First of all, we want this space to have a friendly, inviting feel. We want it to be clean, bright and beautiful, not a clinical or sterile feel. Lots of patterns, beautiful It’s a very textured space with photos, fun murals, and it’s a reflection of what we want, which is how people feel when they’re around something delicious,” Saltz said.
Although this space looks like a comfortable place for people to live, it is ultimately built for production.
“Each studio is enclosed and soundproofed. Each studio has windows that allow you to peek inside and feel immersive, but we also have giant blackout curtains that can be drawn. ” Saltz said. “You can do a photo shoot in one kitchen and shoot a video in another.”
There’s also a light grid on the ceiling, allowing lighting to be customized for different content, such as close-up “hands and pots” pieces, videos explaining how to make a particular recipe, or celebrity talks. About their last great meal.
To create this space, Delish worked with multiple partners. Kitchen designer Jacobs Dorland Bier worked with architects Gellner Kronik + Valcarcel DPC to help the Delish team thoroughly consider the space.
“Jacobs Dorland Beer is back with an incredible plan,” Saltz said. “What they really did for us was make us think about how the kitchen should work and function properly.”
This included a “back of the house” space where basic kitchen needs such as dishwashing, freezing and dry storage could be done off-camera. “You have to be able to clear the confusion in order to think about content,” Saltz says.
The new space is functional, yet beautiful and colorful. Most of the space is decorated in neutral colors, including stainless steel appliances, white quartz countertops, blonde wood, and light gray cabinetry. However, each room includes a pop of color that gives an element of surprise and delight, and interior designer Betsy Wentz guides the team’s selections.
“The test kitchen is filled with very bright and fun colors, while the studio space is more stripped down, but has a softer feel. We used a lot of muted woods and soft grays,” says Saltz. said, describing the accent palette as “poppy jewel colors.” ” such as teal and coral.
There are also other details throughout the space that allow your team to customize on the fly. For example, you can remove part of the countertop or the large center island.
Delish Kitchen Studios incorporates three major brand partners. All appliances in the three content production studios, from refrigerators to gas ranges, induction ranges, and microwaves, are manufactured by GE Profile.
“I wanted to work on home appliances that not only worked well, but also didn’t look overwhelming in photos,” Saltz said. “We needed the right combination of accomplishment and fun.”
Diageo’s beverage partner TheBar.com helped Delish stock the bar with spirits such as Ketel One Vodka, Captain Morgan Rum, Tanqueray Gin, Don Julio Tequila and Bulleit Bourbon. And Good Cook offered a variety of kitchen gadgets, from rubber spatulas to vegetable peelers to whisks and handheld juicers.
Now that Delish Kitchen Studios is cooking, Saltz and her team are looking forward to publishing all kinds of new content.
“Right now, everyone is creating content. We live in a world where content is more fun and faster than ever. “We want to be able to function with a really clear, selective eye. There’s a reason we’re experts. We know this content very well. ”
Photo by Christian Harder.
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